Topics

Brand Planning


Business Imperative: Socializing Strategy

Business Imperative: Socializing Strategy

One of the first things we learn in business is the importance of “having a plan.” Preferably, it should be a strategic plan, complete with milestones, action items, KPIs, and other important measures. This is definitely true. You need to have a plan, and you need to be socializing strategy. As someone who’s been in the consulting game for many years, I can’t count the number of times I’ve sat down with new clients only to discover that while there may, in fact, be a carefully (and expensively) constructed strategic plan, it’s a mystery to most employees. Chances are, they learned...
Read more >

Maintaining Brand Relevance in a Fast-Paced World

Maintaining Brand Relevance in a Fast-Paced World

Brand Relevance Amidst New Expectations In a time of constant change and heightened customer expectations, the greatest danger facing most brands today is loss of brand relevance. People are ultra-connected. Markets constantly shift. New trends emerge. Competitors enter and shake things up. And customers expect more from the brands they buy from. As a result, many businesses struggle to stay relevant – trying to get ahead of competition, adapt fast enough, and maintain their position in the market. In order to survive, brands need to evolve in a way that differentiates them from their...
Read more >

Five Challenges Brands Must Overcome in 2019

Five Challenges Brands Must Overcome in 2019

As 2018 comes to a close, we at Emotive Brand can’t help but reflect on the trends and forces that defined the year. The Golden Age of subscription services continued to shine brightly, bringing personalized eureka moments to thousands of people. Politics seeped into everything, with brands either choosing to walk the line or pick a side. And our data, once seen as merely a byproduct of business, has continued to become the engine of business itself. Looking ahead to 2019, we examine five challenges that brands are facing right now – and how to overcome them using a transformational business...
Read more >

Integrating Company Cultures After a Merger or Acquisition

Integrating Company Cultures After a Merger or Acquisition

High M&A Activity Mergers and acquisitions are at an all time high, with $4.7 trillion of global deals signed last year according to a recent M&A report by KMPG. And although the payoff of a successful M&A is great, these are high risk deals. It’s not just about the financial gains. Reputations are on the line. Stakeholders observe nervously. And in order to ensure the expected return on investment is delivered, a great deal of planning around integrating company culture must go into the preparation. Cultural Integration Issues After an acquisition, the merger is a difficult...
Read more >

Business Growth Strategies for a Brand Turnaround

Business Growth Strategies for a Brand Turnaround

Business Growth Won’t Last Forever Business growth should never be taken for granted. Even when things look promising, your business could still be at risk for falling into a slump, or worse, taking a dive. It’s impossible to deny that the market is volatile and unpredictable. Competition is abundant, and all businesses lose market share at some point. When revenue hits a speed bump, it’s common for leaders to anxiously ride it out. But when business growth really slows down, denial isn’t going to get you out of the rut. Leadership may react with a mad scramble to redirect the sinking ship:...
Read more >

HR and Marketing: Building Your Employer Brand Together

HR and Marketing: Building Your Employer Brand Together

Finding the Right Fit: HR’s Number One Challenge HR and Marketing? The role of HR has evolved significantly in recent years. Attracting, engaging, and retaining top talent is a high priority for executives, and most companies place this responsibility on HR. According to PwC 18th Annual CEO survey, a full 73% of respondents are concerned about the availability of talent – a 10% increase from 2014. Executives worry that it’s getting harder to recruit and keep the people who are both skilled high-performers and ‘fit’ within their organization’s culture. And without top talent, maintaining a...
Read more >

The New Measurements of a Successful Business

The New Measurements of a Successful Business

What does it mean to be a successful business? In the new age of meaningful business, it’s time for more inclusive forms of value. It’s no longer enough to measure financial impact. Companies, brands, investors, entrepreneurs, and consumers are asking: what’s the social impact of your business? What’s your environmental impact? Your emotional impact? In other words, people are asking: Why should I care? Why does it matter? And they are also wondering, can you communicate the value of these impacts to me quantitatively? In any successful business, there is value outside the actual venture....
Read more >

Ensuring Our Clients’ Success: Change Management and How We Help

Ensuring Our Clients’ Success: Change Management and How We Help

Helping Our Clients Be Successful As a brand strategy agency, it’s our job to ensure that our clients are successful. The strategy and strategically-informed design we create is meant to position our clients’ business and brand to thrive. But at the end of the day, it’s not just about how smart or groundbreaking the strategy or design is. There’s a lot of planning and change management that goes into making sure the project is successful and followed through from start to finish in the most impactful way possible. Operations and project management are key to any brand strategy project....
Read more >

Readying Your Marketing Budget

Readying Your Marketing Budget

For most companies, Q4 is a time of strategic planning and where every CMO and VP of Marketing prepares for marketing budget planning for the upcoming year. Questions You Want to be Asking It’s important for businesses to start the new year with a strategic framework that sets them up for success. Look beyond your marketing department for alignment within the rest of your organization to help refine and define your marketing objectives for planning purposes. What are the strategic initiatives for your business? What are your top marketing priorities from these strategic initiatives? What mix...
Read more >

How Is Coaching Like Brand Strategy?

How Is Coaching Like Brand Strategy?

Coaching and Brand Strategy: Parallels in Action We are an active bunch at Emotive Brand. Because our team is filled with athletes, it seems only natural to draw a parallel between the impact of coaching and brand strategy. Bella Banbury, co-founder and CEO at Emotive Brand, is a Triathlete. Bella is the first to say that her growth in the sport is thanks not only to dedicated hours spent on her bike, on the trails, and swimming in the San Francisco Bay, but thanks to the support of her coaches. Coaching keeps her on track, focused, injury free, and the fittest, fastest, and strongest she...
Read more >